Brand Persona — Chanel
Alice is a 21-year-old girl, living in a 1B1B apartment in Manhattan, New York. She is a senior studying fashion design at Parsons.
Alice grows up in a wealthy family in New York, and her mother is the editor-in-chief of Vogue. Alice has been exposed to the fashion industry since childhood and she has an unusual sense of fashion. As she was in a private high school, she already started to design some clothes and had some internships relating to fashion.
She is very active on her social media like Instagram and YouTube. She has two million followers as she posts her daily life, make-up, and unboxing videos regularly. She can be described as an influencer, and her outfits have her own distinguishing personal style.
One day with Alice
At 9 am, Alice wakes up in her apartment with the morning view of Manhattan. She begins to firm her daily life with Canon EOS 70D to get some video material for her vlog. She goes to Starbucks and grabs a nitro cold brew she ordered on the app. Then she walks to a studio for her one-on-one Pilates class with a personal trainer. She’s wearing Lululemon and Adidas ultra-boost.
At 11 am, Alice takes a shower after exercise and changes into her self-designed clothes. She chooses the Chanel Premiere watch and loafers to match the clothes. She carries her new Chanel 22 bag in which she can put the iPad pro for the class in the afternoon, and she also brings a seasonal Chanel classic flap for her outfit. Alice drives her Porsche 911, which is her 18th birthday gift from her parents, to pick her friend up for brunch. She orders kale salad and fresh squeezed orange juice. After their brunch, they go to SoHo for a two-hour shopping.
At 3 pm, Alice finished her shopping and filled up her Porsche. She goes into the classroom for her design class.
At 6 pm, Alice goes to a popular Michelin restaurant with her friend. She reserved the table 3 months ago. They ordered some dishes which are recommended on social media.
At 9 pm, Alice finally arrived home. She works on her assignments and then edits all photos and videos for posting. She wants to record an unboxing video for what she bought in the afternoon, but she is so tired that she decides to record that next time with other stuff.
At 12 pm, Alice removes her makeup and applies the La Mer facial mask. After finishing skin care processes, she looks on Instagram to know what’s prevalent.
Alice’s trip
As Alice is a fashion blogger, she is invited to Paris fashion week. She brings three Rimowa luggage for checked bags, and for the flight, she takes a large Chanel bag and supreme carry-on luggage. She is the Diamond Medallion SkyMiles member with Delta, and she flies in first class every time. She brings all the skin care products on the flight in order to keep her face hydrated. Alice lives in the Four Seasons hotel for her one-week trip.
*Note: This article is a class assignment for BUS 465 — Integrated Brand Promotion and Advertising at NCSU Poole College of Management.
